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THE
MUSIC TRADE
REVIEW
15
How Does a Continuous Advertising Campaign Benefit the Dealer ?
Some of the Many Contributions Submitted to The Review on This the Eleventh Topic of the Series of Special Articles Being Written for Thi«
Paper and for Which a Cash Prize Is Offered.
formulate within the brain, and by the assistance
of the many convolutions thereof, mental pictures
of the same; and what we are not able to create
by the extremely sensitive vibrations of creative
imaginativeness is supplied by the diverging rays of
the electric magnifier in the form of moving pic-
By Oliver G. Fosdick, Worcester, Mass.
tures.
The age of logic is only lived and is only the
Continuous advertising will benefit dealers, will existence of an infinitesimal few of the universe's
benefit any business, and as applied to the piano horde. The sphere of reason now hardly ever
trade can be divided into three groups—local ad- extends beyond the daily livelihood's occupation,
vertising of dealers, trade paper advertising to be it professional or artisan, be it scientific, ar-
dealers, and general advertising for dealers. The tistic or commercial. We press a button, step in
last two have to be done by manufacturers and
and up we shoot, oblivious to everything excepting
they are of considerable help if done properly.
sensation; we take down a pan, place something
In the first class, localized publicity must be used
in it, place it in the culinary coffin (fireless cooker),
to secure the localized business; people are con- and two hours later set the gray matter in the brain
stantly moving, couples are marrying, institutions to working to such an extent—lest we do not for-
arc continually forming, and a persistent publicity get; we step into the department store; here a sign
campaign wilt familiarize all classes with the dealer
and there a sign, electrically illuminated—Piano
himself. It is the dealer and the service he ren- Department, Hairpin Department—just think of it,
ders known broadcast that sells pianos; he might
we do not even have to call the blood to the cere-
have the best piano in the world and no one would bellum or cerebrum, to phrase a colloquial inquiry.
know it. There are but two or three pianos which
Heroism! This even in the present day matters
are widely known to even the musical public, and
not, but is also soon forgotten. Bury the hero and
for those makes it is not difficult to swing a pros-
his deeds do not survive him long, unless some
pect to some other make. The local dealer sways correlative circumstance calls them to mind. The
local trade.
phraseology and eloquence which stirred the emo-
Ninety per cent, of retail advertising is on tions and passions of yesterday are replaced to-
"price," whereas it should be on an "appeal to morrow by the sensational headlines; the eulogy of
music." But 15 per cent, of the sales are made to-morrow, which thaws the tears of icy chastity,
that way; the other 85 per cent, have to be created;
in a fortnight is replacel by the sunbeam's smile
piano buyers are born and then made, and they
of shocking frivolity; the fervency and warmth of
are made by the "appeal to music." Thus it seems hospitality which yet remains in a few is very
that the average dealer is advertising against him-
likely to be lacking altogether in their heirs; so it
.self by the copy he uses. Power of suggestion will
ir, with the advertising of years gone by.
do more to make business than power of price.
Things are not to-day as they were but yester-
A dealer has the choice of newspapers, programs, day. The day of the establishment's good name
street cars, bill boards, painted signs, canvassing, being its best advertisement is remote; the day of
circularizing, novelties, calendars and other
the special Xmas Sale and the bona fide Removal
methods. A dealer tells me he never secured re-
Sale is less remote; but to-day both are as naught
sults from newspapers; it seemed he used want
and of little consequence, as it is Sale! Sale! Sale!
ads. If "wants" could sell pianos, quarter pages every day.
and other spaces wouldn't be heard of. The moral
To show you the frailty of mankind is such:
here is obvious.
She—John, dear, did you mail my letter to-day?
With the second form of publicity, trade papers
He—no, pet, I forgot.
to the dealer, no dealer can live on one make of
She—Did you go by and tell the doctor that the
piano; he must have one or more, and if a manu- baby has the croup ?
facturer has something interesting to say in an in-
He—no, dear, I forgot that also.
teresting way it will be read. All dealers want to
She—I bet you didn't forget to stop in and in-
make more profits, but most of them claim origin quire the price of a piano, did you?
from the "Show-me" State.
He—Why, don't you know I did forget it. Oh,
I read in The Review some time ago that piano well, here's the evening paper. Let's see. Here we
magazine advertising had dropped off for various are—
reasons. A dealer certainly likes to get a live
ADOLPII IIERZENHEIM
prospect from a manufacturer as a result of maga-
Pianos! Pianos! Pianos!
zine advertising, as it shows the right co-operation,
Special Sale To-morrow, 313th
but a manufacturer must be big and have a wide
Day of the Year Sale, 999 Pianos
distribution to give this continuous advertising to
at 90 per cent. Disc unt of Reg-
his representatives.
ular Price.
He—I will go there to-morrow, sure. He adver-
tises every day just that same way. Oh, Mary!
ADVERTISE CONTINUOUSLY
what's the name of the other fellows down town
LEST THEY FORGET, IS THE
who sell pianos?
ADVICE IN THIS PRESENT AGE
She—Oh, John! don't ask me; I used to know,
OF CROWDED EVENTS
but I've forgotten. Don't you smell something
By Harry P. Wilkins, Washington, D. C.
burning, John? I believe I left the skillet on.
Lest we forget! Lest we forget!
Continuity of purpose evolves itself into actual
Moral—Advertise continuously lest they forget,
accomplishment. Actual accomplishment is entirely
is the advice in this present age of crowded events.
without the dreamer's sphere; is entirely without
the drone's existence; is entirely without the life
SPASMODIC ADVERTISING LIKE
of flowers and the balmy atmosphere of the Rose
THE SUNRISE AND SUNSET WITH
of Sharon.
This is the age of distracted attention, caused
THE MERIDIAN LEFT OUT
principally by-the manner in which multifarious
By Reinhard Kochmann, Mt. Vernon, N. Y.
events occur in all lands; which occur to all classes
of people; which occur under all manner of condi-
"How does a continuous advertising campaign
tions, and are brought vividly before our eyes, in
almost lightning succession, by means of the benefit the dealer?"
phraseology of the press, thereby causing us to
Continuity of effort in any sphere of activity,
CONTINUOUS ADVERTISING
WILL BENEFIT PIANO DEALERS;
WILL BENEFIT ANY BUSINESS
like the "constant drop that hollows the stone,"
assures growing effect upon and eventual penetra-
tion of the object toward which it is directed. It
signifies perseverance, the systematic concentration
and expenditure of force by which all things exist,
move and thrive. An advertisement attracts by its
style and composition, becomes familiar through
frequency and productive in the degree that honesty
of purpose manifests itself in connection with the
proffered commercial advantages. Occasional ad-
vertising exploits receive merely passing notice and
are, therefore, not to be considered an organic lever
to business building. Even with the most con-
spicuous setting their impress is shallow and fleet-
ing. They resemble the sun at dawn and at dusk,
promising or reflecting a perfect day; but the
beneficent, continuous rule of the divine orb, dark
and gloomy though the day may have been, has
been lost in its effects between start and finish.
Sunrise and sunset, with the meridian left out—
that is what spasmodic advertising represents, in
contrast with a whole day of business activity,
presided over by energetic, creative influence: "un-
interrupted and consistent publicity."
CONTINUED PUBLICITY FINDS
READY SALE FOR MODERATE
GRADE PIANOS AT PRICES
COMMANDED BY LEADING GRADES
By C. E. Harrington, Bradford, Pa.
Force of continuous advertising is mighty, as
mysterious and subtle as electricity and light to
the scientific world. Continued publicity finds
ready sale for moderate grade pianos at prices com-
manded by leading grades which remain in stock,
without publicity. An advertised falsehood is more
convincing to many than an absolute truth unad-
vertised. Original publicity has filled poverty's
pocket with fortune, made notoriety from obscur-
ity, developed primitive nature to luxurious gar-
dens of beauty. "S-T-1860-X," interpreted "Start-
ed trade in 1860 with Ten Dollars," painted in
flaming colors on every conspicuous boulder
brought millions to the creator of plantation bit-
ters. Manufacturers of musical instruments have
acquired wealth by original advertising. Without
personal solicitation their product has filled count-
less homes. With continuous advertising cam-
paigns and a genuinely meritorious product the
dealer is benefited presently and permanently with
prosperity and deserved triumph.
CONTINUOUS ADVERTISING
CAMPAIGN KEEPS THE NAME
OF THE DEALER EVER BEFORE
THE PUBLIC
By Inza Sherburne, Rochester, N. Y.
Advertising is beneficial when conducted on a
logical, systematic basis. Recognizing human neces-
sities and desires for luxuries, it promulgates in an
unparalleled fashion the time, place and manner in
which gratification may be procured. It is a trade
essential the absence of which spells ruination. It
is the medium by which you acquaint the public
with the commodity you are offering; the medium
by which their attention is attracted, their interest
stimulated and, in the end, their patronage estab-
lished. The name of the dealer conducting a con-
tinuous advertising campaign is ever before the pub-
lic; they are well informed as to the quality of his
offerings, consequently sales are made with a
greater degree of speed and ease. Everyone knows
he is not operating a stagnated emporium of
trivialities, but that he is an up-to-the-minute
tradesman.
Progressive and successful merchants are firm
{Continued on page 16.)